Pop Up Tweets Start Appearing On Twitter.com

Like most people, I access my Twitter account through an app – either on mobile or on desktop. This, however, doesn’t mean that Twitter doesn’t update its web platform. In fact, it just rolled out a small tweak.

Until now, each time you visited Twitter.com and wanted to interact with a tweet, you could do so inline, right below the original tweet. From today, several users have noticed that each time they want to reply to a tweet, it transforms into a pop up window.

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One would argue that Twitter wants its users to read the whole thread of a conversation, instead of the various, scattered bits and pieces. However, some say that this disrupts the natural flow of a discussion, and the spontaneity of the medium.

Whatever you might believe about this feature, with it Twitter succeeds in promoting Cards. Twitter Cards, the vehicle for multimedia tweets is a sellable unit to its advertisers. By leveraging pop up Tweet windows, Twitter can claim that it increases ads penetration and overall impressions.

This update seems to be in line with Twitter’s latest update – its homepage featuring tweets accessible to everyone, even if they are logged off or non-subscribed users. Will these changes help Twitter build some positive press? More importantly, will it help Twitter make money? What’s your take?